Etro launches made-to-order menswear store

London’s Savile Row may be know as the home of made-to-order menswear, but more and more global brands are seeking to grab a bigger slice of the lucrative pie and Italy’s Etro is the latest to expand in this area.

The label has now opened its previously-flagged Etro Unique, the made-to-order menswear space, on Via Montenapoleone in Milan. It’s the firm’s first store dedicated exclusively to made-to-order.

The company said the new offer “encapsulates an aesthetic journey that seamlessly weaves the House’s heritage and tradition with the contemporary consumer’s craving for uniqueness and individuality”.

It’s a by-appointment-only location that “empowers clients to choose from various silhouettes, actively participating in shaping the fit and details of their garment, spanning from classic elegance to a more casual taste”.

The label is offering suits, jackets, gilets, and trousers that are “fully customisable, granting customers the flexibility to adjust the fit, tweak details, and select from a rich array of materials and personalisation options within the collection”. 

The company had already been offering tailoring services for several seasons in key markets such as Italy, North America and Japan, but this expansion of the customisation/personalisation concept underlines the importance of creating an offer that the ultra-luxury customer can buy into because of its focus on uniqueness and extra-high-quality.

Available in three main fits — slim, regular, and comfort — clients can choose and combine elements for their garment from a selection of 80 fabrics, 45 linings, 34 tie interlinings, nine melton undercollars, and 28 different button styles.

In addition to Etro fabrics, the collection takes a wide range of materials provided by the House’s partners, including Dormeuil (the French firm that also manufactures in the UK), Piacenza 1733, Savile Row’s Holland & Sherry and Drago Lanificio in Biella.